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Technology Microsoft Marks & Spencer

Microsoft AI brought in to turnaround M&S retail fortunes

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By John McCarthy | Opinion editor

June 21, 2018 | 3 min read

Microsoft and Marks and Spencer have partnered to transform the retailer's customer experience as its revenue undergoes a period of contraction.

Microsoft AI brought in to turnaround M&S retail fortunes

Microsoft AI brought in to turnaround M&S retail fortunes

The strategic partnership will look to power up the retailer's customer experience, stores and wider operations, optimising them for its customer base. A team of AI engineers and product personnel from Microsoft will work with M&S Retail Labs team to help deliver its digital transformation.

The partnership will see the two organisations work together to explore how technologies such as artificial intelligence can be utilised within the retail environment to improve customer experience and optimise operations.

Steve Rowe, M&S chief executive, said: “M&S is transforming into a Digital First retailer, at a time when the sector is undergoing a customer-led revolution. We want to be at the forefront of driving value into the customer experience using the power of technology.

“Working together with Microsoft to understand the full potential of how technology and artificial intelligence can improve the in-store experience for our customers and the efficiencies of our wider operations could be a game changer for M&S – and for retail.”

Cindy Rose, chief executive of Microsoft UK, added: “We firmly believe that AI has the power to amplify human ingenuity.

“The retail sector is one of the most challenging landscapes in the UK right now and we are thrilled to be working with M&S to explore how AI can help such an iconic brand transform the customer experience and improve wider operations.”

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